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July 29, 2020
July 29, 2020

20/20 Vision for Mobile Video [UK]

With the number of worldwide video viewers projected to reach 2.72 billion in 2023,1 understanding how mobile video fits into consumers’ lives is more important than ever. Snap Inc. commissioned The National Research Group to conduct a study to learn how Gen Z and Millennials are engaging with this rising form of entertainment, and what to expect as we enter a new era of mobile-first experiences.  
Mobile phones lead in share of media time.
Smartphones steal the show for Gen Z and Millennial consumers, who spend most of their entertainment minutes on their personal devices.2 Premium content is driving the surge in mobile video—daily engagement has grown over 25% in 2020, and 1 in 2 consumers enjoy premium content on their smartphone every day.3 Gen Z and Millennials are also spending more minutes with mobile entertainment, with 70% of consumers watching more video on their smartphone than they did a year ago.4 
Compared to the average 2 hours and 23 minutes spent watching TV per day, consumers are content to clock in 3 hours and 24 minutes on mobile devices.5 They’re spending nearly as much time with video on mobile (32 minutes) as with digital video on OTT or connected devices (38 minutes), while laptop or desktop video viewership averages 19 minutes.6 
Short-form video content provides flexibility.
More than 8 in 10 consumers turn to short-form premium content to stay up-to-date with current news and to participate in timely conversations.7 Gen Z and Millennials are all about efficiency, with 7 in 10 saying they would rather engage with a lot of shorter videos than get completely immersed in a longer TV or video series.8 54% of consumers say full length TV or video series are too much of a time commitment for their busy lives.9 It suggests that attention spans are not actually shrinking, but rather that consumption behavior of mobile video is evolving.
Content should be personal, shareworthy, and relatable.
Bite-sized entertainment helps consumers establish social currency, with 76% saying short-form premium video content makes them feel like they’re part of a community.10 Gen Z and Millennials also crave mobile video content that encourages self-expression and connectivity—83% of Snapchatters say technology allows them to express themselves and provides a platform for contributing to the cultural conversation.11 Snapchatters value vertical video formats for a more intimate experience, with 80% saying that vertical video feels more personal and 78% saying it feels more immersive.12 
Snapchat is the go-to destination for meaningful connection.
The desire for community and authentic interactions is a major draw for audiences to Snapchat’s video content. Snap is ranked as the number one app that makes users feel connected to others, outperforming all other social video platforms.13 This sense of togetherness has mattered more during the COVID-19 pandemic, with 84% of Gen Z and Millennial consumers saying mobile video has helped them cope with new anxieties and stay in touch with loved ones while physically apart.14

Mobile video is quickly becoming a fundamental part of how young consumers connect and stay in the know about what’s culturally relevant. As preferences among Gen Z and Millennials shift toward high-quality and immersive bite-sized experiences, their appetite for premium mobile video content will continue to grow.  
National Research Group conducted a second annual online quantitative study on behalf of Snap Inc., collecting responses among UK smartphone owners ages 13-35 who had watched video on their mobile phones in the past week. N=869 responses were collected between May 7-May 11, 2020.

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1Source: eMarketer, Global Digital Video 2019
2Source: eMarketer, Global Digital Video 2019
3Source: 2020 NRG UK Study commissioned by Snap Inc.
4Source: 2020 NRG UK Study commissioned by Snap Inc.
5Source:, eMarketer, UK Time Spent with Media 2019, eMarketer, UK Time Spent with Media 2020
6Source: eMarketer, UK Time Spent with Media 2020, April 2020
7Source: 2020 NRG UK Study commissioned by Snap Inc.
8Source: 2020 NRG UK Study commissioned by Snap Inc.
9Source: 2020 NRG UK Study commissioned by Snap Inc.
10Source: 2020 NRG UK Study commissioned by Snap Inc.
11Source: 2020 NRG UK Study commissioned by Snap Inc.
12Source: 2020 NRG UK Study commissioned by Snap Inc.
13Source: 2020 NRG UK Study commissioned by Snap Inc.
14Source: 2020 NRG UK Study commissioned by Snap Inc.